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Case: Success for Gilde with Dagbladet and Facebook
With targeted advertising management, Gilde created local engagement this summer using nationwide channels.
When Gilde turned 50 this summer, they wanted to celebrate by giving something back to the people. 30 permanent outdoor grills designed by Snøhetta were to be placed throughout the country, and by entering a competition, people could decide where in the country they would be placed. All you had to do was submit a reason why you wanted to win and where you wanted to place the grill - be it in the park, in the garden or at the local sports facility. Through customized messages on the nationwide channels Facebook and Dagbladet, the campaign generated a lot of local engagement.
Geolocation
- This was the first campaign where we really tested our geolocation capabilities to the limit. We adapted the message to the 150 largest municipalities in Norway, on mobile and desktop. We were then able to be locally relevant in a nationwide campaign," says Aleksander Hamm, Strategic Account Manager at Dagbladet and responsible for the Gilde case.
Other digital channels were also used. To further spread the campaign, Facebook's self-managed ad system was used.
- It is clear that Mediacom and Los&Co have succeeded in exploiting the opportunities offered by the segmentation of target groups in Facebook's ad manager. They have developed a campaign that brings the best to people in the form of close, personal and relevant marketing. Thus, everything has been in place to create fantastic results across the media platforms Facebook and Dagbladet," says Facebook's country manager for Norway, Petter Høie.
Technically innovative
LOS&CO and MediaCom were behind the campaign, which was tasked with strengthening the Gilde brand in general and Gilde barbecue sausages in particular.
- "Our challenge was to create the feeling of something local in a national media. Dagbladet was quick on the ball and presented a technically innovative solution. With their geolocation, they created the campaign's stopping effect: if you were in Brumunddal, you were asked where in Brumunddal you wanted to place the grill. This gave the ads quality and showed that with geolocation it is possible to think locally even in national channels. We found Dagbladet to be very welcoming and keen to explore technological possibilities," says Harald Seip, advisor at LOS&CO.
Formidable results
The local engagement resulted in almost 50 press releases. 253,000 unique visitors visited the campaign site 3.8 times each on average, and almost 8,000 barbecue sites were suggested.
